WordPress, Shopify or custom: how to choose for your websiteWordPress, Shopify or custom: how to choose for your website

It's often the first question I'm asked, and the most poorly framed. People compare tools when they should first describe the site: who will run it, what it needs to sell, and how it should make people feel.It's oftenoften the first question I'mI'm asked, and the mostmost poorly framed. People comparecompare tools when they shouldshould first describe the site:site: who will run it,it, what it needs toto sell, and how itit should make people feel.feel.

The real question: who will touch the site after launch?The real question: who will touch the site after launch?

If you want to post news, change a price or add a photo yourself, you need an admin interface. WordPress and Shopify have one. A custom-coded site doesn't by default: one can be plugged in, but it's a decision to make at the start.If youyou want to post news,news, change a price oror add a photo yourself,yourself, you need an adminadmin interface. WordPress and ShopifyShopify have one. A custom-codedcustom-coded site doesn't by default:default: one can be pluggedplugged in, but it's aa decision to make atat the start.

If, on the other hand, your site changes twice a year, the admin interface mostly becomes something to update and secure. In that case, a coded site is often simpler to live with.If, onon the other hand, youryour site changes twice aa year, the admin interfaceinterface mostly becomes something toto update and secure. InIn that case, a codedcoded site is often simplersimpler to live with.

WordPress: independenceWordPress: independence

WordPress suits sites where content moves: news, projects, articles, service pages that keep growing. Its ecosystem is huge, which means you'll always find someone able to work on your site.WordPress suitssuits sites where content moves:moves: news, projects, articles, serviceservice pages that keep growing.growing. Its ecosystem is huge,huge, which means you'll alwaysalways find someone able toto work on your site.site.

• For: editing without a developer, a rich plugin ecosystem, easy handover.For: editingediting without a developer, aa rich plugin ecosystem, easyeasy handover.
• Against: regular updates, and a site that slows down if plugins pile up.Against: regularregular updates, and a sitesite that slows down ifif plugins pile up.

Shopify: selling firstShopify: selling first

If selling online is the heart of the project, Shopify removes a lot of worries: payments, security, hosting and stock management are handled by the platform. In return, you pay a monthly subscription and work within the framework it sets.If sellingselling online is the heartheart of the project, ShopifyShopify removes a lot ofof worries: payments, security, hostinghosting and stock management areare handled by the platform.platform. In return, you paypay a monthly subscription andand work within the frameworkframework it sets.

• For: a reliable store quickly, simple day-to-day management.For: aa reliable store quickly, simplesimple day-to-day management.
• Against: a subscription, transaction fees depending on the payment method, and customisation that goes through the theme.Against: aa subscription, transaction fees dependingdepending on the payment method,method, and customisation that goesgoes through the theme.

Custom: freedomCustom: freedom

A custom-built site, for example with Next.js, has no limits other than the browser's. It's the right choice for a very fast site, uncompromising design, or a feature no tool offers: a configurator, a simulator, a 3D experience.A custom-builtcustom-built site, for example withwith Next.js, has no limitslimits other than the browser's.browser's. It's the right choicechoice for a very fastfast site, uncompromising design, oror a feature no tooltool offers: a configurator, aa simulator, a 3D experience.experience.

• For: performance, design freedom, no CMS to maintain.For: performance,performance, design freedom, no CMSCMS to maintain.
• Against: changes go through a developer, unless an editing tool is planned.Against: changeschanges go through a developer,developer, unless an editing tooltool is planned.

My ruleMy rule

Choose the tool that fits the person who will run the site, not the one that's fashionable.Choose thethe tool that fits thethe person who will runrun the site, not thethe one that's fashionable.

On the first call, I ask these questions before talking tech. The right choice almost always becomes obvious.On thethe first call, I askask these questions before talkingtalking tech. The right choicechoice almost always becomes obvious.obvious.